6 Scenarios Where You can Blend Content Marketing with Other Demand Gen Strategies
Content marketing can be deemed as one of the vital components of a wider demand generation approach. Content marketing can help marketers generate qualified leads, help nurture them, upsell current clients, and also finalize the deals. An all-inclusive demand generation strategy can easily integrate a broad range of content and different channels of distribution that needs to be permission based, digital or inbound.
A proper blend of content marketing strategy with other demand gen strategies can help marketers develop a complete pipeline driven demand marketing strategy.
Let us look at the different scenarios:
1. Reuse Content
A single research report has the ability of being reused or repurposed into several highly-targeted information fact sheets for potential buyers in multiple domains or professions. You need to maximize the influence of each and every piece of content that is generated by reusing it for multiple channels and platforms.
2. Retargeting Leads with Content
Whitepapers, webinars, and case studies are very useful content forms for leads in the middle of the funnel (MOFU). Retargeting the right leads at the right time with proper content will keep them engaged and immensely boost lead nurturing efforts.
3. Back Sales Teams
Sales teams may need to use your content, so let them have it. Make sure the content you provide is easy for them to understand and how it will help the leads at each stage of the funnel. You also help the sales team identify which content will be applicable to which set of leads at certain stages of the sales cycle. You can do this with the help of sales enablement tools.
4. Incorporate Face to Face Interactions
B2B marketers need to work closely with their sales teams to extract more meaningful insights from the face to face interactions with the prospects. This can help them to form an all-round assessment of the target audience. This information is vital to create better and precise content that will engage more prospects.
5. Segment with Precision
Rather than simply blasting out mails to a huge list, have an approach of specific distribution of your content. For example, send customized print event invitations or case studies through a direct email only to those leads that will clearly benefit from such content.
6. Widening Audience base with Targeted Content
To get optimized cost per click ratio you need to invest in top class content syndication partnerships. This will also ensure that the right set of audience is being targeted by your content.
Combining content marketing with other demand gen strategies and making them work together will significantly improve the ROI of each content asset you generate.